The best marketing companies, small or large, identify their target market or
target audience before implementing any marketing initiative like a brochure or a web site. The upside to spelling out your target audience is your odds go up that your offer will be well-received. That means better returns and less waste when it comes to deploying scarce marketing dollars.

Some of your colleagues may remind you that the product can be sold to anybody, but hold your ground, because that's the old shot gun approach. Niche marketers that know their customer profile well will recognize the huge value of selling to a group of prospects no one else is going after.

To get started on identifying your target market, look at which customers drive
most of your sales revenue. Then develop your customer profile.

What attributes do these customers have in common?

Think in terms of their industry, the size of their company or their geographic location. These are the elements of your customer profile and the key to  pinpointing your target market.  It’s also a great beginning step toward channeling all of your marketing promotion and sales initiatives in the right, focused direction.